At a time when every media pound is under the microscope, CFOs and shareholders are demanding more than just “impressions”. They want proof of growth. Yet, as we drown in more data than ever, clarity has actually decreased. 2/3 of marketing leaders now report record-level uncertainty regarding their investment impact.To cut through the confusion, TikTok teamed up with Ebiquity to conduct an independent econometric analysis across a range of major UK brands across the Retail and Telco sectors. The goal was not just to see if TikTok works, but to understand why it works and how to balance the scales between efficiency and effectiveness
